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The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation

Liu, Gordon; Chapleo, Chris; Ko, Wai Wai and Ngugi, Isaac K. (2015). The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 44(2) pp. 319–339.

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Internal branding refers to an organization’s attempts to persuade its staff to buyin to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement, and the moderating effect of charismatic leadership on the brand orientation behavior–organizational performance relationship using data obtained from the representatives of 301 nonprofit organizations in the United Kingdom. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.

Item Type: Journal Item
Copyright Holders: 2013 The Authors
ISSN: 1552-7395
Keywords: brand orientation; staff emotional brand attachment; staff service involvement; charismatic leadership; internal branding
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 51100
Depositing User: Gordon Liu
Date Deposited: 26 Sep 2017 13:53
Last Modified: 07 Dec 2018 10:56
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